and part of some of those are going to come out and be blowaway, probably. and some of those will probably decide, you know, that one we're going to stop. and so we kick around a lot of things internally. and we might start something and get down the road a little bit and have a different idea. i mean steve told a story on the publicly about the ipad. ipad was started way in advance of when it came out. many years before. it was put on the shelf. >> rose: -- was not a yu new idea. >> it was shelfed with the idea to make iphone. and the team was reallocated to work on iphone and then the iphone came out and after iphone got up and running, brought the ipad out. and so there are always things that we're looking at that are drawing r & d expense, where there's not associated revenue. >> rose: that may be ancillary, you may find something along the route to doing something that you wouldn't have imagined or gotten there unless you start on that road. >> that's right. a lot of what leads to innovation is curiosity. it's curiosity to begin pulling a string and you